In 2011, Google introduced an art museum-oriented online platform called Google Art Project. Since then, Google Art Project has drawn attention and discussion in museum communities. In 2012, after evaluation and internal discussion, the National Palace Museum (NPM) decided to join Google Art Project in order to enhance the museum’s international visibility, meet marketing needs, and provide visitors with new learning resources and other aims. Subsequently, NPM studied and verified the exact effectiveness in marketing, education, and other functions of joining Google Art Project.

Keywords: Google Art Project, National Palace Museum, Web log analysis, Google Analytics